Outdoor clothing brand The North Face teamed up with IBM Watson, a business solution platform capable of natural language processing and machine learning, to build a customer service tool on its website that can converse with online shoppers and make appropriate product recommendations. So far, the tool has a 60% click through rate on its product recommendations.
What Brands Need To Do
Led by efforts such as Facebook’s virtual assistant M and Amazon Echo’s Alexa, more and more tech products are allowing consumers to communicate their needs and commands via text or voice with a conversation-based interface. Therefore, brands that wish to stay ahead of the digital curve should tap into this growing trend of conversional UI and start developing their own brand voice.